A new twist on ice cream and frozen yogurt is offered at a store in Simi Valley that uses liquid nitrogen to create frozen treats on the spot.

Sub Zero Ice Cream & Yogurt Creamery at 2091 Madera Road is the first California franchise for the Utah-based company founded in 2004.

Simi Valley franchise operator Rob West said he plans to open other Sub Zeros in Southern California, including one at the Fashion Four Square mall in Sherman Oaks next month.

West said customers can create their own cryogenic designer ice cream on the spot at the store, which also caters to those with dietary issues such as lactose intolerance and a need for gluten-free products.

People pick a base of premium ice cream, yogurt, soy milk, almond milk, low-fat milk, rice milk or custard. They then choose from 30 to 40 flavors and 23 mix-ins or toppings to design their desserts.

The raw ingredients are placed in a bowl and liquid nitrogen is poured in, flash-freezing the mixture until it reaches the desired consistency of soft serve, scoopable or rock-hard.

"Not only is it entertaining, but the ice cream is really good," West said. "There's a real difference in how it tastes."

"Liquid nitrogen is very safe. It's an inert gas, but it's a great freezing agent. It's used by food companies, but Sub Zero is bringing it into the retail sector and essentially trying to reinvent the ice cream store," he said.

West, a Simi Valley resident, said he discovered Sub Zero on a trip to Idaho, when he came across a store and thought what it was doing was "so cool."

West works in corporate finance for Farmers Insurance in Westlake Village, but said he had dreamed of having his own business for years.

"I wrote the company about 2½ years ago, and they were so small they hadn't branched out," West said. "So I worked with them and helped them get franchise approval for California, and I got the rights to Los Angeles County, Ventura County and the northern part of Orange County."

"Because I live in Simi, I wanted to open the first store in my own backyard," he said.

West employs a full-time manager and 15 part-time employees, mostly high school and college-age workers.

Business at the Simi Valley store has been "phenomenal" since the location opened in late April, he said.

Because the cryogenic process is entertaining — the liquid nitrogen creates a blast of fog during the alchemy of turning ingredients into ice cream — it lends itself well to educational programs.

West offers presentations for schools, explaining the science behind the system and teaching students the elements, the use of nitrogen and other chemistry principles while making ice cream in front of students' eyes.

He also has a catering service, bringing the cryogenic process to weddings, bar mitzvahs, birthday parties, and corporate and community events.

In addition to the Simi Valley store, Sub Zero has 13 active locations in Utah, Idaho, Arizona and Washington, with 10 more stores in build-out.